NEW YORK, Dec. 7, 2016 /PRNewswire/
-- Consumers may abandon online shopping carts for many
reasons: a phone call, a child's needs, scheduling an appointment.
The challenge for brands is how to bring those customers back to
complete the transaction, especially if they've abandoned a cart
multiple times. According to Experian Cross-Channel Marketing's
Q3 2016 Email Benchmark Report, customers who
received multiple abandoned-shopping-cart emails were 2.4 times
more likely to complete a transaction than customers who received
only one. Additionally, the analysis found that customers who
received multiple abandoned-shopping-cart emails had a multiple
transaction rate 44 percent higher than those who didn't.
"Many brands are hesitant to send multiple emails for fear of
bombarding customers with communications — and rightfully so. But
it's important to bring these customers back into the loop,
particularly during the holiday season," said Spencer Kollas, vice president of global
deliverability for Experian's Cross-Channel Marketing, which helps
brands leverage customer data to empower insight-driven marketing.
"In order to find the happy medium between burdensome and effective
email messaging, marketers need to take a customer's past behavior
into account. By testing various suppression strategies, marketers
can find the optimal cadence for email communication."
The analysis examined email marketing campaigns that had
business rules in place for trigger emails. For example, it looked
at the business rules for email communications to consumers who
abandoned multiple online shopping carts in a short period of time.
These campaigns often had suppression rules of 24 hours, two weeks
or 30 days. Findings showed that the shorter, 24-hour suppression
period proved more successful, as marketers were allowed to send
more than one abandoned-cart email to the same email address. In
fact, 10 percent of the recipients analyzed received more than one
abandoned-cart email and generated 18 percent of the total
transactions for these campaigns.
Email benchmarking trends
The Q3 2016 Email
Benchmark Report also examined year-over-year and
quarter-over-quarter email marketing trends. The analysis found
that total click rates have declined year-over-year for the past
four quarters, while the percentage of clicks generated on mobile
phones has increased during the same time period.
"As mobile usage continues to grow, brands need to prepare for
the potential of declining overall click rates for the foreseeable
future," continued Kollas. "With this in mind, marketers can better
position themselves for success on the mobile platform by ensuring
their call-to-action buttons are clearly visible and easy to
use."
Other findings:
- Fifty-six percent of total email opens occurred on mobile
phones or tablets in Q3 2016, a 4 percent increase from a year
ago.
- While email volume increased 19.8 percent year-over-year in Q3
2016, transaction rates, revenue per email and average order value
all remained relatively steady during the same time period.
- Declines in revenue per email and average order value were
driven by lower average order values for luxury brands
($539 in Q2 2016 compared with
$472 in Q3 2016).
- Seventy-three percent of consumer products and services and 76
percent of multichannel retail brands had year-over-year gains in
email volume in Q3 2016.
For a complimentary download of the full report, click here.
About Experian
We are the leading global information
services company, providing data and analytical tools to our
clients around the world. We help businesses to manage credit risk,
prevent fraud, target marketing offers and automate
decision-making. We also help people to check their credit report
and credit score and protect against identity theft. In 2016, for
the third year running, we were named one of the "World's Most
Innovative Companies" by Forbes magazine.
We employ approximately 17,000 people in 37 countries and our
corporate headquarters are in Dublin,
Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
Experian plc is listed on the London Stock Exchange (EXPN) and
is a constituent of the FTSE 100 index. Total revenue for the year
ended March 31, 2016, was
US$4.6 billion.
To find out more about our company, please
visit http://www.experianplc.com or watch our
documentary, "Inside Experian."
Experian and the Experian marks used herein are trademarks or
registered trademarks of Experian Information Solutions, Inc. Other
product and company names mentioned herein are the property of
their respective owners.
Contact:
Jordan Takeyama
Experian Marketing Services
1 714 830 7561
jordan.takeyama@experian.com
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SOURCE Experian